Social Media Planning/Execution


Spartan’s “7 HARD” Training Challenge

The Spartan 7 HARD Challenge is a multi-channel campaign created with the goal of driving social media engagement, article pageviews, email subscriptions, and — ultimately — race sales. Integrating the 5.11 Tactical sponsor brand into our deliverables, I led the ideation, storyboarding, creative direction, and online execution of a four-week newsletter/article cadence, followed by a two-week article/social media reel campaign.

The final reel in our series (the POV-focused, 10-mile run reel) drove nearly five times the usual number of Instagram likes and engagements on our main @SPARTAN account.

Four-Week Article/Newsletter Period

The original challenge was introduced through an explanatory article, and presented across the following four email newsletters.

7 HARD Is the Toughest Challenge on the Planet

7 HARD Just Got HARDER

7 HARDEST Welcome to Your Toughest Week Yet!

7 YOU CAN’T BE SERIOUS Welcome to the ULTIMATE Test.

Two-Week Article/Social Media Reel Period

We utilized this two-week period to encourage people to use our training challenge to prepare for the Memorial Day MURPH workout, and incorporated our sponsor, 5.11 Tactical, into the reels using their weighted vests. After launching this article, we executed five social media reels, with the fifth and final video being the most engaging.